Nickolas Tang
Aug 25, 2016

TBWA and Formula E HK attempt to capture local consciousness

TBWA and Formula Electric Racing (Hong Kong) launched a campaign to stimulate interest in motor racing by incorporating local culture.

The campaign promotes the opening event of the third Formula E season, to be held on 8-9 October. The race is the first major international motorsport race in Hong Kong in over three decades.

Faced with the challenge of low awareness, TBWA and Formula E created the "We are all drivers" campaign to capture the spirit of the city, via racing.

According to Jan Cho, general manager, TBWA Hong Kong, stories personified by local opinion leaders makes the campaign more than just about racing. "It opens up cultural values embedded in Hong Kong's consciousness," he added.

The campaign also calls for positive changes in Hong Kongers' lifestyle. Driven by the commitment of "energy, environment and entertainment", TBWA and Formula E Hong Kong seek to promote an eco-friendly, electric and sustainable future.

“Our ambition is to build a global brand and signature racing event in Hong Kong while also helping to drive the change to an electric future,” said Alan Fang, CEO of Formula Electric Racing (Hong Kong) Limited.

"It’s [the shift to more eco-friendly ways of mobility] a reality that is not so far away as more electric cars hit the road. We believe the Formula E event also has the opportunity to take the conversation on electric cars to the forefront in Hong Kong," said Cho.

CREDITS
Client: Formula Electric Racing (Hong Kong) Limited
Creative Agency: TBWA\ Hong Kong
General Manager:  Jan Cho
Executive Creative Director: Esther Wong
CSO, China: Milo Chao
Senior Strategist: Rochelle Wang
Director of Social: Karen Cheng
Social Content Creator: Jeco Chan
Head of Art: Joseph Wong
Creative Director, Digital: Joe Choi
Creative Director: Michele Salati
Associate Creative Director(s): Mikey Batt, Jason Pan
Copywriter, Chinese: Arnold Au
Art Director, Digital: Edward Law, Debbie Fung
Film Producer: Juno Kam
Senior Video Artist: Harry Yiu
Associate Account Director: Karen Tong
Account Executive(s) / Manager(s): Stephanie Lee, Ashley Lee
Strategist: Natalie Lau
Photographer: Almond Chu
Media Agency:  PHD Media
Media Team: Cedric Lam, Kimy Wong, Parco Law

Source:
Campaign Asia

Related Articles

Just Published

1 hour ago

Opinion: Jaguar’s rebrand might actually be a ...

I’m going to go against the grain here and say I think Jaguar’s new rebrand is a genius move.

2 hours ago

PR makes the leap to Bluesky—but what’s the verdict ...

As social media users appear to flee X in favour of the aptly named alternative—Bluesky—PRWeek UK asks comms pros how they’re finding the new platform in its early days of popularity.

2 hours ago

Burson hires Edelman’s Taj Reid as global chief ...

Reid replaces Simon Shaw in the role.

2 hours ago

Will the Coca-Cola ad deter brands from using AI in ...

Social media users have criticised the brand's use of AI in its 'Holidays are coming' ad.